Google have now said they'll allow any web page in the carousel if it's fast. Which means companies have the same incentives to invest in performance, with the

Google have now said they'll allow any web page in the carousel if it's fast. Which means companies have the same incentives to invest in performance, with the added benefit that the faster experience is on their main web site, not the AMP sidecar. From a pure performance perspective AMP had one secret weapon: Google could safetly prerender content before the user clicked on it. This was offset by the fact that AMP made lots of other page speed optimisations impossible.